AWARD School (Brisbane) Application Brief 2013 - Josiah Lau

Question 1

Why are you applying for this course?

 (If your answer is in writing, please keep it to less than 50 words).

 My dream is to contribute my creativity to help non-profit organizations through advertising, positively influencing the world. I believe having the ability to craft ideas is just as important as being able to generate them. I strongly believe this course will guide and enlighten me on how to do so. 

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Question 2

 In a short paragraph, tell us about a piece of advertising that you like and why you like it.
It could be a TV spot, a viral, a PR stunt or a print ad (If print ad please include a copy of the ad, or a still shot from the TV or viral).

 

“Embrace Life” TV Spot - Sussex Safer Roads Partnership (UK):

There are a lot of ads out there that aims at educating drivers to buckle up. But from what I have seen, they are mostly focused on the consequences of not doing so; ie. Dying horrible deaths; dying at an early age; or end up being handicapped. This ad took a different emotional approach, and I loved it. No cars, no crash sound effects, no shock factor. All it took was three actors’ facial expressions and a beautiful soundtrack. I am sure this ad has touched the hearts of many, as it conveyed a clear message to the audience: if you don’t buckle up, your decision doesn’t only affect yourself – it affects your family members too.

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Question 3

 In a short paragraph, tell us about a piece of advertising that you don’t like and why you don’t like it.

It could be a TV spot, a viral, a PR stunt that made the news, or a print ad (If a print please include a copy of the ad, or a still shot from the TV or viral).

“Go Down Smoothly” Poster Ad - Belvedere Vodka (US):

I always find it offensive when ads make jokes on social issues (problems) of any kind. They are not funny, and we should be using the power of advertising to positively influence the society and solve these problems instead. This ad featured a terrified woman being grabbed by a man from behind, and with the text reading as “Unlike some people, Belvedere always goes down smoothly”, implying that the woman will probably be sexually assaulted later on. Needless to say, this ad is very disrespectful to all those rape victims out there, especially after the Indian woman gang rape incident that happened early this month.
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 Question 4

Using black pen and paper only – no computer layouts – create an ad for the following brief.

Product: Nestle, extra strong coffee blend

Goal: Get more people to drink it

Proposition: The strongest coffee around 

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Question 5

Using black pen and paper only – no computer layouts – create an ad for the following brief.

Product: Purina dogfood

Goal: Get pet owners to buy it for their dogs

Proposition: For a stronger dog

 

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